Qualitative market research is essential for the analysis of customer behavior, motivation, purchasing decisions and brand loyalty. It is a method that gives a significant insight into the way in which customers use products / services and the way in which their perception is formed.
Qualitative data can be collected in different ways depending on client requests and needs. This type of research produces descriptive findings. Focus groups and in-depth interviews containing the participants’ observations can help identify important factors which have an effect on customer satisfaction in terms of product quality, customer service, staff behavior.
A focus group consists of individuals who share the same interests and/or features and who are assembled and led by a moderator in an interactive environment with the purpose of obtaining information on a topic of interest.
Focus groups are a part of the in-depth research into the needs and the motivation of a company’s target audience. This method helps give an idea about how existing or new products are perceived or an understanding of the way in which the feelings behind a specific product/service are determined by concepts/criteria.
Focus groups can also be organized online by making use of the internet connection and assembling respondents who are registered at the virtual platform available via link. Through computer webcams and audio systems it is possible to look at and listen to each other, after that a survey can be run in the traditional way, but without the need to be physically present.
In-depth interviews refer to qualitative market research methods based on a confidential conversation between a moderator and a respondent with the aim to gather specific information.
The main advantage of in-depth interviews is that it allows you to obtain information from target group customers who are otherwise difficult to access. Through in-depth interviews it is possible to discover the hidden mechanisms that motivate the behavior of customers, which may be something that the customers are unaware of, thus making this type of research very interesting to clients.
Focus group-oriented in-depth interviews can be made more effective when certain conditions are met:
Direct observation / participant observation is a method in which events, behavior and interaction are observed in order to develop a deep understanding and a close relationship with a community or group of individuals.
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